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Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Square, and how do you measure it?
Driving the Financials of the Business with Agustina Sacerdote, Global Head of PMM and Content Marketing, TIDAL at Square
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“Great marketing as a whole is just really understanding the human side of
things.” - Agustina Sacerdote
Agustina, a recent mom and PMM leader, talks about how work has become more
human and the value of integrating our personal and professional lives. Her and
Mary also discuss various topics ...more
Market Research • Follow Evelyn
What advice do you have for new grads looking to get into product marketing?
Product Marketing Lead at Square
Prepare Early
- Find relevant internships or part-time work experience to enhance your resume.
e.g market research, sales, digital marketing
- Start a side-project, e.g blog, podcast, freelance services etc. to gain
hands-on experience in launching a product
Upskill Regularly
- Enhance you...more
Market Research and Personas with Agustina Sacerdote, Product Marketing Lead at Square
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Connect with Agustina on Linkedin
here:https://www.linkedin.com/in/agustinasacerdote/
Join Agustina on Sharebird here:
https://sharebird.com/profile/agustina-sacerdote
Questions we cover in this episode:
1. Tell me about your career path to becoming a PMM?
2. What are the areas PMMs should...more
Building a Product Marketing Team with Patrick Cuttica, Director of PMM Sprout Social
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Connect with Patrick Cuttica on Linkedin: https://www.linkedin.com/in/patrickcuttica/
Join him on Sharebird here: https://sharebird.com/profile/patrick-cuttica
Market Research • Follow Agustina
How do you manage internal pushback against data from your market research efforts? Ie other groups that want data to prove a point (product manager or engineer), but then don't trust the data you bring back?
Global Head of PMM and Content Marketing, TIDAL at Square
Involve these functions in the actual development and execution of the research.
the worst you can do is give the impression that research is a "black box" out
of which slides with percentages come out!
This means make them part of identifying the key questions, reviewing whatever
instruments...more
How do you use market research to inform priority verticals to go after in your go to market efforts?
Global Head of PMM and Content Marketing, TIDAL at Square
I don't actually use market research for that, is the short answer. If we
believe that our solution is well suited for a particular vertical, we have the
budget to invest in GTM to capture business in this vertical, and the vertical
is fragmented / doesn't have a real clear winner, we will go for...more
Market Research • Follow Agustina
What is your philosophy when it comes to competitors? What constitutes a competitor, and what is the goal you have in mind when you conduct competitor analysis?
Global Head of PMM and Content Marketing, TIDAL at Square
The competitive set is defined by your audience, not you. And it changes all the
time. At Square, we compete against anything that enables anyone to participate
in our economy, not just other POS companies. The "Jobs to be Done" framework is
helpful here - anything (tool, company, resource) that ...more
Can you outline the best structure and format for user personas that are useful across the org?
Global Head of PMM and Content Marketing, TIDAL at Square
This is a great question. A couple of tips -
The #1 way of making sure that personas will be adopted and used as a resource
across functions is to make sure you're including variables that these
particular functions care about. So Finance for example, will care about
something like Average Re...more
Market Research • Follow Agustina
What tools do you use to drive market research and competition research ?
Global Head of PMM and Content Marketing, TIDAL at Square
You can check out Moat.com to look at display ads for free - if you pay for an
account, you can look at all channels. And check out FB Ads Library
[https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=US&impression_search_field=has_impressions_lifetime]
to look up ads runni...more
Market Research • Follow Agustina
What tools do you use to drive market research and competition research ?
Global Head of PMM and Content Marketing, TIDAL at Square
I've used a ton, mostly correlated with my budget :) On $0 budget you can always
use Google Forms to send to current / former / prospective customers and export
answers to a Sheet.
I like the ease of use of Survey Monkey and GetFeedback for quant.
I like Crayon for competitive analysis on...more